No matter what our society goes through or what the economy looks like, people will always need to secure the integrity of their homes. As the owner of a roofing business, this puts you in a unique position in the business world. It’s not a question of “if” people need you, it’s a question of “how” they will hear about your services.
While being a roofing company does give you an advantage over businesses that don’t provide essential services, isn’t doesn’t mean your success is guaranteed. You must put intentional effort toward increasing brand awareness. If done properly, you can become a staple of your community.
But where do you even start? What do you know about marketing?
Don’t worry, we’re here to help. Keep reading for the top tips from our marketing experts.
Start Building Your Online Presence With a Website
Even though your roofing business specializes in physical work, the modern business world demands a digital presence. If you want consumers to know about your company, you have to get the word out online. It all starts with a website.
Roughly 88% of consumers research products and services online before they make a decision. If you don’t have a user-friendly website to push them in the right direction, you could be missing out on countless sales opportunities.
Build a user-friendly website that loads quickly and is easy to navigate. It needs to be visually appealing and use multiple forms of media (images, videos, infographics, etc.). However, don’t overload your visitors’ senses with too many colors, graphics, or images.
Learn How to Increase Your Visibility Using SEO
Having a great website is essential for getting leads for your roofing business. However, you need to provide a digital map to direct people to your site. This is where search engine optimization comes in.
SEO is the coding used by search engines to determine the relevance of websites based on keyword searches. For example, if someone types in “roofing contractors near me,” your website SEO is what dictates whether or not they find you. The better your roofing SEO rating, the higher you’ll rank on search engine results pages.
Improve your website SEO by researching the most effective keywords in your industry. Create a blog and post weekly articles using those keywords and others, focusing on a local audience. You can also:
Use multiple forms of media (images, titles, headers, graphs, videos, etc.) embedded with SEO coding
Use internal and external links
Get backlinks from other websites
Register your business with Google My Business
Create effective meta descriptions for each page
Update your site regularly
SEO is vital for organic website traffic. Local SEO is especially important for marketing your businesses to people within your community.
Get On Social Media
If you want to build your brand and increase visibility quickly, you need to get active on social media. Start by building a following of friends and family members. Post engaging content and encourage them to share it with their followers to increase your realm of influence.
You can also run special promotions and raffles that reward people for engaging with your content and spreading the word. Otherwise, it wouldn’t hurt to use the platform’s paid advertising features.
Paid social media marketing services allow you to choose your audience and pay for exposure to people within certain demographics (based on age, gender, location, and more). This helps you make the most out of every dollar spent on advertising.
Just as importantly, paid social media advertising provides valuable insight into ad performance. You can see how ads performed based on user engagement (link clicks, likes, shares, comments, etc.). It will even break down who is engaging to help you refine your target audience.
Host a Charity Event in Your Community
In a predominantly digital business world, we must remember that we’re all still human. We crave personal, face-to-face interactions. Some of the best business advice is to humanize your roofing company by getting involved in your community.
Team up with a local charity and host an event to raise awareness. It can be anything from a 5k race to a live music festival.
Reach out to other local businesses (non-competitors) and ask them to sponsor the event in exchange for publicity. In return, you can print their logos on event merchandise and allow them space to set up a booth during the event
Start planning long in advance to maximize community involvement and local business participation.
Build Your Brand With Content Marketing
To build your brand and increase visibility, you have to think outside the box. Recognize that consumers are hit with a barrage of marketing messages everywhere they turn. They’re on social media, TV, billboards, etc.
As a result, people have become deaf and blind to advertising. You can side-step this hurdle by using content marketing to connect with your target audience on a deeper level. Figure out what people want to see and start publishing that type of content.
Use your various platforms to provide valuable and useful information. Post content that helps them with their day to day lives. Answer questions they may have about roofing and home maintenance.
Using content marketing builds credibility with consumers by talking about things they care about and presents you as an authority in your field.
Expand Your Audience With SEM
Finally, accept that you may not be able to obtain adequate influence in your community without investing in paid advertising. Things like search engine marketing can significantly increase your site traffic.
SEM through Google is also referred to as Google local service ads. Through this method of advertising, you pay Google to present your website at the top of search engine results pages based on certain keyword searches. In return, you pay Google a predetermined fee each time your website gets clicked on.
Do You Want to Improve Your Roofing Business Brand Awareness?
If you get a cut on your finger, you immediately think “I need a Band-Aid.” Band-Aid is a brand, not the actual adhesive bandage. However, Band-Aid’s brand awareness is so effective that most people don’t know the difference.
Brand recognition is everything in business. The more recognizable you are, the more successful your roofing business will be. If you want to improve your visibility in your community, contact us for a free consultation to see how we can help.